Personalizing your site for new accounts

Editor's Notes

• #5: ABM is an approach that focuses your efforts on accounts that close faster, generate bigger deals/revenue or accounts that have other strategic significance
• #6: In a traditional marketing funnel, you start by casting a wide net to find leads interested in your products And then decide who to market to based on who has expressed interest The challenge with this approach is you might spend a lot of time marketing and selling to companies you won’t win… Or that you do win, but don’t provide optimal revenue for the time and resources it took to acquire them ABM flips the traditional marketing funnel and starts by asking “who do I want to sell my products to?” Then you build demand within those organizations By starting with a focused set of key accounts, you maximize the impact of your resources
• #7: ABM works and provides a number of advantages You improve marketing ROI by focusing your efforts on the most important accounts and also measuring impact through an account lens, which gives you the insight you need to optimize ABM success It helps attribute marketing success much easier since your going after these accounts from the get go – when they become opportunities its very clear what drove them in. You generate more qualified leads for the sales organization because you’re only targeting qualified accounts And its brings sales and marketing teams closer, jointly focusing on winning key accounts or cross-selling to existing customers
• #9: Let’s take a closer look at how Marketo ABM provides the 3 essential ABM capabilities: Target, Engage, Measure. [walk through features] Now I’ll show you some examples of each of these Marketo ABM capabilities
• #10: Let’s start with Targeting strategies. With ABM, you can target accounts that belong to a specific industry, are of a specific size or use a specific type of technology that makes them more relevant for you. Or you can simply target named accounts that are either strategic to you or follow your sales team’s targets per territory. Whether you target a few very large accounts or use many lists of hundreds of target accounts – ABM helps you target the accounts that matter
• #11: ENGAGE Use account list and named account filters and triggers to orchestrate personalized, cross-channel campaigns Including ads, email, web and more
• #12: Then, you need to be able to measure the impact of your ABM efforts If you can answer these 5 key questions, you’ll be able to optimize your ABM success This requires a variety of campaign and account analytics that combine behavior measures, like an account score… With opportunity data, like pipeline and revenue.
• #13: Measure See the impact of your ABM campaigns on pipeline and revenue Use Marketo’s account score to understand whether key accounts are engaged Use these insights to focus your efforts and resources
• #14: TARGET Manage your account lists, accounts and leads in one place
• #16: ABM works and provides a number of advantages You improve marketing ROI by focusing your efforts on the most important accounts and also measuring impact through an account lens, which gives you the insight you need to optimize ABM success It helps attribute marketing success much easier since your going after these accounts from the get go – when they become opportunities its very clear what drove them in. You generate more qualified leads for the sales organization because you’re only targeting qualified accounts And its brings sales and marketing teams closer, jointly focusing on winning key accounts or cross-selling to existing customers